Fresh creative is essential for maintaining performance. Stale ads lead to fatigue and rising costs.

General Guidelines

Refresh Frequency by Budget

Under 5k per month: Every 6-8 weeks
5k-15k per month: Every 4-6 weeks
Over 15k per month: Every 2-4 weeks

Signs It Is Time to Refresh

  • Frequency exceeding 3-4 on cold audiences
  • Click-through rate declining
  • CPA increasing without other changes
  • Engagement dropping

What Refresh Means

You do not always need entirely new concepts. Refreshing can include:

  • New headlines or copy
  • Different images with same message
  • New video cuts from existing footage
  • Updated offers or promotions
  • Format changes (static to video, single to carousel)